Mobile is the new darling of advertising; the new weapon in the hands of marketing gurus. While in US, 60 percent of the people use Smartphone as per Nielson, in UK one in three household have tablet and in China, 74.5 percent of all internet users in the country access the net through mobile phones. India is not far behind when it comes to the popularity of the Smartphone. With each brand competing to give Smartphone at lowest possible cost, the marketers and advertisers are formulating new strategies for mobile marketing. Mobile marketing, which practically did not exist some years ago, is said to be the “fastest growing industry EVER!”
Initially, SMS (Short Message Service) was the only way of channelling information through mobile marketing. But with the technological advancement of mobile phones, videos, social network sites are also being used as tools of mobile marketing. So you have to make a definite strategy while you are joining the bandwagon of mobile marketing so that you do not spend money without any effect. If you are still toying with the idea whether to use mobile as a marketing tool, then here are ten reasons why you need a mobile marketing strategy.
Priority of Mobile
There has been a rapid advancement in mobile technology. Smartphone gives the option of using so many varieties of applications and yet they can be simply carried in pocket or in handbag.
No wonder people have started relying more on mobile to look for information from the internet at any place anytime. Experts predict that in the coming days, people will use desktops/laptops only for work, tablets for accessing different forms of entertainment, and smartphones for getting and sharing information.
Statistics show that mobile usage is growing 14 times faster than desktop devices. Digital analytics firm Comscore says that “there will be more people surfing the net on portable devices next year than there will be using desktop computers.”
High Speed Internet Connection – 3G and 4G
Along with technological advancement in the Smartphones, users are also now offered with better connection speed with the advent of 3G and 4G.
With super-fast 4G network, there will be more consumers who would use their mobiles to search for products/services.
So there is no other option but to make a mobile marketing strategy to tap the potential market.
Popularity of Social Networking Sites in Mobile
Use of social media in mobile phones is the new trend. People tweet, post messages in social media, and even write blogs using their Smartphones. If we consider only Facebook, two-third of its users log in to the site through the mobile phones. Hence, the advertisers are using Facebook and other social networking sites to lure the users to their product/brand or applications. These social networking sites not only help to connect to the users but these are huge database of users – for example, their likes, dislikes, interests and so on.
There have been already very good results for the Facebook based mobile ads, especially when it comes to downloading applications. Users who have seen an advertisement of an app while browsing FB in phone, quickly go to the application to install it in their mobile.
It has been reported by Facebook that in Q2 2013, “mobile accounted for 41 per cent of its total ad revenue for the quarter, ($656m) compared to 30 per cent ($375m) in Q1 2013. “ Also, one of Facebook’s partners said that “Facebook’s mobile newsfeed-based “Sponsored Stories” ads generate an impressive 1.14 per cent clickthrough rate.”
Twitter is not far behind too. People often tweet about the programs they watch on TV. The new Twitter mobile ad features promotes “dual screen phenomenon” which means that ad features can identify users who would see a particular brand’s advertisement on TV while watching the program they are tweeting about. Twitter then helps the brand to reach to the viewers with “targeted message and content.”
Video also plays an important role in mobile advertising on social media. Both Twitter and Facebook have launched Vine and Instagram respectively which allow users to shoot and share very short video clips of around 15 seconds from their mobile phones. The companies are also willing to promote their brands through video but the challenge is how to place them properly on the feeds so as to get a positive effect.
Craze for Online Shopping
Online Shopping is the new craze and it is going to stay. After all, who would not like to be delivered goods at the door step?
So it is important for companies to cater to the demand of online shopping. The webmasters need to careful about planning the websites because consumers demand a clean site which loads quickly, fits on the screen and the user do not have zoom or scroll down repeatedly to see the content.
Mobile Search Leads to Action Quickly
It has been surveyed that conversion rate of browsing to actual buying is higher in case of mobile marketing. Usually, users who do the search in mobile either do their background research before or “doing a search on the fly and are ready to buy.” They prefer options like “click to call” “click to email” or even “click to purchase” so that they can buy the product or engage with the business instantly.
Ian Bowen-Morris, CMO of Telnames aptly puts – “A simple mobile-ready contact business profile, complete with click-to-call and click-to-email links, is all today’s businesses need to capture the huge number of prospects searching online using a mobile device.”
Some years back, Google identified that mobile marketing exposes the brand or the company to local market. As per Google, 95 percent mobile phone users look for businesses and services which are available locally.
Budget is Low
To make mobile-friendly web presence, you do not have to invest a fortune but it is within the “grasp of any scale of business”. Mobile-friendly business profiles are created quickly and can be maintained and updated easily.
According to an estimate by Yankee Group, volume of mobile money transactions will reach 1 trillion dollars. Though mobile money has come into existence for quite some time, but the increasing popularity of mobile transactions, favourable regulatory environment will promote its growth.
In future, customers will be stimulated to switch to mobile money from traditional form of payment through card or cash.
Helping Your Employees to Reach the Consumers
SAP once conducted a study and found that mobile technology can enable the employees to reach their customers more easily and enables them to work from home or in the road, thus increasing the productivity.
Mobile Marketing Is Here to Stay
Investing in mobile marketing will help the companies in the long run because in the coming days, mobile transactions will only get better.
Mobile marketing is going to be the key feature for business in the future.